For What Matters Most
tv • branded entertainment • social
Tylenol sees itself as a family care brand. And as a family brand, it asked us to come up with a campaign that supports the diversity of American families.
The first piece was a digital doc launched over Thanksgiving. It recreated Normal Rockwell's famous Thanksgiving painting with families from the most diverse town in America.
Next came a TV spot that aired days before the US Supreme Court's decision to legalize same-sex marriage, directed by Dustin Lance Black, Oscar-winning screenwriter for Milk.
The spot was followed by a 10-part digital docu-series that chronicled 10 different American families and a hub that housed all assets and social comments.
About the Project
my role: conceptualizing • creative development • copywriting • art direction • digital hub design and UX • post-production
This campaign spanned a two-year period, and became the most rewarding project I’ve been part of. From the very first brief, the brand had no intention in advertising its own products, but to be part of a bigger agenda, during a pivotal time in America’s history to legalize same-sex marriage.
The Thanksgiving documentary launch was the most intricate production I’ve been on. It involved capturing five real American families under a tight deadline for a purpose that at the time seemed controversial.
I am especially proud of the TV spot launched days before the SCOTUS decision, since I wrote it, art directed it, and once it aired, it became an actual topic of discussion. One friend actually told me she cried watching it. I had no idea advertising could do that. Following the spot was the 10-part documentary, created mostly by a third-party production house under our supervision.
The final piece of the project would have been its peak. The following year, we produced another spot I wrote and art directed, launching an initiative with Miriam Webster Dictionary to open up the definition of the word “Family” on its site and add whatever definition you see fit. Two days before the program launched, with the 2016 Republican Presidential Convention giving the nomination to Donal Trump, the project was shut down by the client’s parent company’s CEO, who did not think a message of equality and unity was appropriate. Needless to say, we (including the client) were crushed.
However, throughout the project, social feedback was so positive, I temporarily had a reason to like Twitter. Even mega-celebrity and sloth-lover Kristen Bell tweeted about it. And we didn't even pay her to do that.